COP3 Evaluation & Statement of Intent

Evaluation

Statement of Intent
Withing this document is an explanation as to why my title changed from the original. 

The Dissertation

Dissertation

Explanatory Boards

Presentation boards

Exhibition catalogue

Exhibition Catalogue

Week Plan: W/B 13/01/14 - A Comparison

On 20/12/14 (approx. 1 month before hand in) I made a plan to structure the last week in an emergency situation where the dissertation and other hand in items were not printed and bound.

In the interest of comparison and planning for the week ahead beginning Monday, I have updated the plan below.

 
Original plan 1 month ago (original post)
The dissertation aims to be finished by the week prior to this, however I am making a back up plan for the week of the hand in. The blogging entries will not change, it is a plan to blog something everyday anyway.

Monday
Compile all files ready to print
Print all research documents
Begin binding research documents
Blog

Tuesday
Bind research documents
Print and bind Dissertation
Blog


Wednesday
Print all exhibition items
Print beer labels & affix them to the bottles
Bind
Blog

Thursday
Complete Evaluation
Blog

Friday
Blog
Hand in all work
(have a craft beer at home)

New Plan

Monday
Finish looses ends on the essay
Print posters and flyers
Affix labels to the bottles& photograph on location
Emboss the printed mats
Blog

Tuesday
Print 1 copy as a proof
Compile digital mock ups of website
Ammend anything
Blog


Wednesday
Print 3 copies of dissertation
Read again and re-print if needed
Compile all materials to hand in
Blog

Thursday
Blog
Assess all work to hand in
Evaluation
 
Friday
Hand in

Blog
(have a craft beer at home)

The Brand Relationship Spectrum

When looking at the sources of a journal by F Guzman I discovered the book on the brand relationship spectrum which discusses four key aspects of a theory used by multi-brand houses. 

Source: http://www.brandchannel.com/images/papers/257_a_brand_building_literature_review.pdf

D Aaker, E Joachimsthaler.
Source:
http://www.iuc-edu.eu/group/sem1_L3/2013%20DNPBM/Lecture%2012%20Brand%20Relationship%20Spectrum.pdf

Dogfish Head Chica: Saliva.

In the dissertation I tough on the use of honesty as highlighted by Michal Johnson in Problem solved, The Hans Briter Hotel branding highlights perfectly how honesty can be a great selling point for a small business. Relating this to the beer industry is needed however and as I use Dogfish head several times in the dissertation i feel that using the human saliva in a beer that they produced is a great example and platform for linking brand honesty in other sectors to the beer industry.



Process of making Chicha


Source: http://www.dogfish.com/brews-spirits/the-brews/brewpub-exclusives/chicha.htm
Video source: http://www.youtube.com/watch?v=QSXpLjewfMo

Ethical update on To Ol brewery

As part of my primary research, it was important to get answers from professionals inside the industry. As part of the question sheet, I asked if permission is given to publish the information I recieved. Tore from To Ol, wished to be updated on what I was using and how. 

I emailed him and got the following responses that it was good to use. 

I felt that it was good to ask these people as their brands and businesses are personal extensions of themselves, revealing certain information may be of concern to them. Having the option to monitor what I am using means they can be a bit more open in their responses. 

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To Ol booklet

As part of my research into art direction of breweries, I have compiled some imagery and the Q&A I had with To Ol from Denmark. 
If the document does not load, this is the URL to the ISSU. (here)

Pekka Tuominen

Managing Brand Equity by PEKKA TUOMINEN

Original PDF source (here)

A few key points to consider from the article

A brand is a name, term, sign, symbol, or design, or a combination of them intended to identifythe goods or services of one seller from among a group of sellers and to differentiate themfrom those of the competitors.

Recently, there has been considerable growth in private labelbrands, whereby channel members such as retailers are able to sell products using their ownbrand name or label.

A successful brand is an identifiable product (consumer or industrial), service, person orplace, augmented in such a way that the buyer or user perceives relevant and unique addedvalues, which match their needs closely.A brand can be seen consisting of generic or core, expected, augmented and potentiallevels.

Corporate Invites: Beer Mats for studios

For the local design studios it is imperative that more print technology and effort is put into invites. 

The mats will be limited to 25 screen printed and embossed mats. 

Emboss

 

25 hours to go...

Result

After sitting in Acid for 25 hours and then three testers done, I will go with the 1000psi, this means that I can pres into the mat and not push through to the other side of the mat. The results are fantastic, they add a tactility to them and should look great once screen printed.

My measurements were spot on, the emboss will frame the logo perfectly and allow for an area of thickness around the edges.


Screen Printing

Little details in the numbers count, design studios  will be automatically critical of this, uninformed design on an exhibition promotion will not be tolerated. In the Tisa Typeface, the numbers have a lower X height and therefore I have altered their size to fit with the letters in the post code. 

The postcode has been dropped and the information re-written in order to fill the mat with less clutter. All the information is relevant now, including the twitter of the location. This meets two needs with one piece of type, the place is North Bar and the updates can be seen on the @NorthBarDrinks Twitter. 

Ready for the positive print before exposing the screens, exploring these processes is important to this brief as I am experience=ing the process of a designer for the beer industry. I am being put in a situation where I choosing specific techniques that meet the target audiences desires. 

The front of the mat will have the blind emboss over the screen printed ink creating a tactile mat which studios will not only appreciate but engage with. These will be hand delivered along with a high quality A3 printed poster. By taking reference from the personal engagement of breweries in their communities  hand delivering the posters will ensure that, at least in some cases, I can add a personal touch and feel to the showcase.

Ammends
I have altered the artwork on the front slightly to be smaller, this will now fit within the embossed front side of the mat.

Finals

Poster/Flyer progress

For the general public, I am producing flyers and posters which have less print techniques in, this is for cost and becuase promotion like this is often becomes ephemera. 

Finals

"As soon as it started, Fuck, it took off" - Ron Lindenbusch

Brand awareness and Acceptance

Source: http://www.palgrave-journals.com/bm/pdf/Rossiter.pdf

Revisiting Petra Loffler

I first discovered Loffller and her theory on distraction in September with an interview (original blog post here), however I have now found that several months ago, at the start of 2013, Loffler talked at a conference.

I decided to revisit the theory and see if it can be applied to aesthetics again as I once attempted originally. 


When discussing a Robit's views on attention, Loffler concludes quite literally that attention is an abnormal state of mind. Although Löffler talks about modern mass media such as cinema I can relate the gawker theory that she discusses in terms of  applied graphics in packaging design. There is a lot of brain science and academic thought in Loffler's theories, much of it irrelevant to my investigations into craft beer sales, however I feel that there is much to be said about how the brain can process "several streams of attention".
It is possible that when looking at several pieces of design in context such as a crowded bar, something which distracts the mind towards it can become the focus of a spontaneous decision to purchase a product, such as a bottle of beer. If Loffler interprets Robit's ideas of attention to be abnormal states of consciousness then perhaps macro produced products are bought because they are always bought. They are mass produced, and therefore by nature consumed en-mass. Something that is produced at a smaller scale which more care and consideration can be harder to sell to the wider public because they simply do not see it. 

I have Harvard referenced this video below, for the purpose of using it in the dissertation.






Unlike Us #3 - Petra Löffler: A History of Distraction From a Media-Archaeological Perspective from network cultures on Vimeo.

Still image of video

Original video link (here)

Harvard Reference

Network Cultures. (2013). Unlike Us #3 - Petra Löffler: A History of Distraction From a Media-Archaeological Perspective. [Online Video]. 22 March. Available from: http://vimeo.com/64056087. [Accessed: 31 December 2013].

Helen Armstrong

After reading through this book by Helen Armstrong, I started to see her name crop up in other books and articles on the web. I never fathomed how influential she is in the world of graphic design theory. 

Website link (here)

About ArmstrongFrom the About Page (Link)

"Helen Armstrong may be the only practicing designer and design educator with a B.A., M.A., and Ph.D coursework in English literature. Throughout her academic and professional life, she has moved seamlessly between the written word and the graphic image. She has taught literary theory and graphic design theory. She is as comfortable discussing the identity politics of Eudora Welty’s novels as she is discussing the Bauhaus Vorkurs.After Ph.D. coursework in English literature, she gravitated to the world of art and design. She earned an M.A. in Publications Design from the University of Baltimore and launched a career as a graphic designer. Her design work—for such clients as Sage College of Albany, USInternetworking, and New College of Florida—has won regional and international awards. Her work has been included in numerous publications in the US and the UK, including the How International Design Annual, The Complete Typographer, The Typography Workbookand Design Elements.After ten years as a graphic designer, she returned to her passion for theory and teaching. At the Maryland Institute College of Art she earned her M.F.A. in Graphic Design while teaching in the Department of Art History, Theory and Criticism. Currently, Helen is an assistant professor of graphic design and a faculty affiliate of the Armstrong Institute for Interactive Media Studies at Miami University in Oxford, Ohio.

David A Aaker

http://www.eurib.org/fileadmin/user_upload/Documenten/PDF/Merkmeerwaarde_ENGELS/s_-_Brand_equity_model_by_Aaker_EN_.pdf

http://www.amazon.com/Managing-Brand-Equity-David-Aaker/dp/0029001013

First Chapter: A lot of restructuring

Looking at my first draft for chapter 1 from around 5 days previous has allowed me to hit it with fresh eyes. This has helped to discover several restructuring possibilities to make it much more legible and add the quotes into the places I set out for them originally.

Questionnaire comments as raw data.

This document contains all of the comments that I received as part of my questionnaire. This is a basic, content-led document which has not had any corrections to spelling, consideration to layout design or aesthetics.

A short introduction in the document gives more information

Odell Questionare

Odell Questionare